Using current events to an organization’s benefit is no secret. What can be confusing, however, it attempting to mine for the next big idea.
In a presentation titled “Bridging the CSR/Cause Divide” at the Cause Marketing Forum’s annual conference in Chicago earlier this year, Jake Kirsch addressed the positive effect of supporting causes relevant to a customer base. Kirsch proposed in his session that:
By taking advantage of a bad situation affecting a majority of their customer base, Shock Top “shocked the drought” and gained a 100 percent positive or neutral sentiment and more than 137,000 website visits. By being aware of the issues affecting their customers, organizations can use current issues to make an impact and increase their revenue.
As we celebrate our 36th year, NPT remains dedicated to supplying breaking news, in-depth reporting, and special issue coverage to help nonprofit executives run their organizations more effectively.